Photos bring stories to life, but the choices that we make when we visually represent our communities have far-reaching effects; going beyond just showing what we do, to shaping how we are perceived. ITAC’s brand aims to tell many different stories, encompassing the diversity of Indigenous nationhood which thrives across Canada. By moving beyond stereotypical photos of Indigenous peoples “stuck” in history, we can show our communities as they really are: diverse, authentic, empowered and current.